Códigos QR personalizados y creación de marca: un estudio etnográfico pospandemia

  1. Ávila Muñoz, Raquel 1
  2. Bonales Daimiel, Gema 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
revistamultidisciplinar.com

ISSN: 2184-5492

Year of publication: 2023

Volume: 5

Issue: 2

Pages: 229-244

Type: Article

DOI: 10.23882/RMD.23177 GOOGLE SCHOLAR lock_openOpen access editor

More publications in: revistamultidisciplinar.com

Abstract

QR codes, originally seen as an ephemeral fad with a certain aura of modernity, have undergone a remarkable transformation in their function, becoming a popular marketing and advertising tool, especially in the wake of the COVID-19 pandemic. The visual appearance of these codes and the ability to establish a meaningful connection with the brand being promoted are important factors that directly influence the public's willingness to scan. In order to shed light on the nature of this trend, this ethnographic study has revealed a limited degree of personalisation in QR codes. This limitation results in a missed opportunity to incorporate distinctive brand elements into the design of the codes, which would allow for more persuasive visual communication and a more harmonious and appealing aesthetic presentation.

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